What are the open and click rates? How are they calculated?
In all email marketing systems, a person’s e-mail reading is determined by the same technique. The email marketing software adds images in the “.gif” format that does not appear at a px of 1, even if the content you send is text-only. In this way, the e-mail program (Outlook, Gmail, Hotmail, etc.) used by the person ask whether to allow the installation of pictures.
The people who allow the upload of the images are accepted as they’ve read the e-mail, and provide the necessary reflection to the e-mail marketing software.
Some people may read your e-mails, but also they may not allow your images to be uploaded. Because this person seems like he or she did not read your e-mail, people who are reading your e-mails in email marketing systems always seem less than actual.
For the lists smaller than 5,000 People;
|The Open Rates||Success Status|
|%0-%3||Bad (your list does not consist of permitted people or your list is not current)|
|%3-%8||Medium(your list needs revision or renewal)|
|%8 and above||Successful|
What are the factors that are affecting the open rates?
E-mail Addresses: As I mentioned above, the most important factor that is affecting the opening is the owners of the e-mail address.
So check how many years ago the addresses on your mailing list were collected, whether they were obtained permitted or not, and check their interest and relevance to your business.
If the member list has been updated, and unused or incorrect e-mail addresses have been removed from the list and the list has been created with permission; The open rates of your e-newsletters will be a bit higher, but also other factors will have a huge impact.
Subject Lines: One of the biggest mistakes made in e-mail marketing is the random writing of the title.
The long subject lines that are written especially on opportunity websites and special shopping websites, unfortunately, substantially affect the open rates of newsletters of the websites such as the websites that are sending daily newsletters.
The subject line should be like a news headline and should make the person wonder and make her/him tell what is in this e-mail. If you know and report people’s interests, then you should send specific newsletters to the interest and write subject lines suitable to this.
If you do this you will see that; The open rate of your newsletters is increasing. In addition, writing personalized custom subject lines makes people feel that the newsletters have been sent to them only.
The subject line should be short, interesting, and personalized suitably to the person’s interest.
Sender Name: You can think of the sender’s name just like the name of the person you are talking to on the phone. If you know the name of the person you are talking to on the phone, you trust him/her and show an interest and speak with caringly.
The same is valid in email marketing. People visit many websites every day and transact, so sometimes they may not immediately remember who sent the newsletter.
The reason for this is either relevant to the person himself/herself or the sender company has not written the name of itself clear and understandable.
So, you should write the sender’s name in your newsletters as much as possible as a name that can be perceived by the receivers in the first stage and appropriate to your brand logo.
What I mentioned above are the most important topics that affect the opening of your newsletters.
But besides these, following the smooth spelling and orthographic rules also affects the open rates and indicates that your newsletters are quality.
In the sender name and the subject lines, either only the initials should be uppercase and the others should be lowercase, or the initials of all words should be uppercase. It is not appropriate that all letters be uppercase in these fields.
You can also prepare headers in different formats, send them one by one, and analyze which header format is opened more and you can use the appropriate format.
Please note that if you send a newsletter that matches the interest of the people who follow your brand, your opening numbers, and open rates will increase. Otherwise, you will do nothing except wait after casting a fishing line in a huge ocean.
NOTE: Some systems process as a plural of a person opening the same newsletter more than once when calculating the open rates. However, if the person has opened the same newsletter 100 times, it should be considered like it has opened only once.
When the counting is not performed in this way, the open rates are shown high in some systems. In addition, In addition, the total number of e-mails of people who have not been sent newsletters should be calculated by subtracting them from the list number.